2010高尔夫国际论坛-高尔夫发展趋势和最佳实践 (亨利.迪路西亚)

HenryDeLozier,Welcome欢迎,HonoredColleaguesandFriends尊敬的同事们、朋友们,GolfDevelopmentTrendsandBestPractices,高尔夫发展趋势和最佳实践,Overview概述,FourPointsofEmphasis四个重点Golfwillgrowfor20years.高尔夫将(继续)成长20年Golfisasignal.高尔夫是一个信号Chinacanteachmanylessons.中国能够给予许多经验Chinacanlearnmanylessons.中国也能学到许多经验,GolfWillGrowfor20Years高尔夫将(继续)成长20年,ChinaWillLead中国将是主角SustainablePlanning可持续的发展规划OlympicSport奥运会项目,GolfIsaSignal高尔夫是个信号,OfSpirit精神上OfLifestyle生活方式上OfGrowth成长上,ChinaCanTeachManyLessonsaboutGolf中国能够给予许多高尔夫经验,ChinaCanLearnManyLessonsaboutGolf中国能够学到许多高尔夫经验,LessonsfromAroundtheWorld来自世界各地的经验,WhatlessonscanChineseplannersanddevelopersdrawfromworldwideprojectdevelopments?中国的规划者及发展商可以从世界各地的项目开发商那学到些什么?,Whatwerethebestandworstdevelopmentstrategies?什么是最好的以及最差的开发战略?,LessonsfromAroundtheWorld来自世界各地的经验,DevelopmentEfficiency开发效率,LessonsfromAroundtheWorld来自世界各地的经验,IntegratedGolfPlanning高尔夫整体规划,Residential住宅Resort度假村Mixed-Use混合使用,BeginwiththeEndinMind以终为始,PlanforExit退出计划PlanforSustainability可持续发展计划PlanforFinancialIndependence经济上的独立计划,ImportKnowledge知识输入,LearnfromGlobalMarket向全球市场学习UseBestPractices使用最佳做法PlanforMeasuredGrowth预测增长计划EstablishMethodforSelf-Evaluation建立自我评估的方法,EngageSpecializedExpertise专业认识参与,ProvenPlanners已被证明过的规划师ExperiencedDesigners经验丰富的设计师TrustedBuilders可信赖的建造商,TimeandTiming(把握)时间与时机,MostCriticalSuccessFactorsforGolfProjectDevelopment高尔夫项目成功发展的最关键因素,TimeRequirements时间要求,ForPlanning规划ForFinancing资金供应ForConstruction建造ForMaturation球场成熟期ForIntroducingBusinessConcept引入经营理念ForSellingMemberships会籍销售,Timing时机,ResearchandAnalyzeTargetMarket目标市场的研究与分析MeasureMarketDepthandBreadth估量市场的深度与广度DiscountFindingsforCaution谨慎对待折扣DevelopProjectinGrowingandRisingMarket在成长与崛起的新兴市场中开发项目ConstantlyMonitorMarketConditions持续监控市场状况,BestManagementPractices最佳管理实践,ProjectFeasibility项目可行性,UseLocalMarketComparisons使用本地的市场对比MeasureMarketDemand衡量市场需求EstablishMarketDifferentiation建立市场差异化战略,MarketAnalysis市场分析,IdentifyExistingDemand确定现有需求QuantifyMarketElasticity量化市场弹性AllowTimeforMarketGrowth允许市场发展的时间段ExpectSalesExplosionandSubsequentCoolDown预期销售火爆及随后的市场”降温”,StrategicPlan战略计划,SellMemberships会籍销售MonitorLocalMembershipMarketFactors监控当地会籍市场因素PlanCommunityandClubGovernance社区规划及俱乐部规程EstablishCapableManagementOrganization建立精干的管理组织DevelopComprehensiveFinancialPlan制定全面的财务计划,SellMemberships会籍销售,CultivateLocalSalesTeam培养当地的销售团队ImplementEffectiveSalesStrategies实施有效的销售策略BePatient有耐心QuantifyKeyMetrics关键指标量化,QuantifyKeyMetrics量化关键指标,TrafficVolume客户量Leads潜在客户SiteVisits参观量Closings下单量,MonitorLocalMarketFactors监控当地市场因素,BusinessGrowth业务成长SocialValues社交价值TargetsofOpportunity瞄准机遇ThreatstoDemandGrowth需求增长所面临的威胁,PlanGovernance制定规章制度,ClearRules明确的规则MethodofConflictResolution冲突解决方法FlexibilityforChangingConditions应对变化的灵活性,EstablishCapableManagement建立精干的管理组织,ProvenExperience已被证明过的经验EstablishedSystemsandProcesses既定的制度和流程DependableProfessionals可信赖的专业人士AccountableCheck-Points可问责的制度,DevelopFinancialPlanning制定财务计划,OperationalBudget经营预算CapitalExpenseBudget固定资产支出预算CashFlowBudget现金流预算RollingThree-YearForecast三年期滚动预测,PerformanceBenchmarking业绩基准,PerformanceBenchmarking业绩基准,MeasureWhatMatters衡量因素RevenueGrowthIsCritical经营收入增长是关键ExpenseManagementIsNecessary必要的管理费用EstablishInternalBenchmarks建立内部基准BuildChineseandAsianBenchmarks建立中国及亚洲的基准,MeasureWhatMatters衡量因素,Utilization设施使用FacilityCapacity设施容量CalculationofCapacity计算容量RevenueperAvailableRound/TeeTime每轮/每个开球台时间的收益ManagementCompensation管理费用PerformanceBenchmarks业绩基准,PerformanceBenchmarks业绩基准REVPAR/REVPATT每轮/每个开球台时间的收益RevenueperRound(bysource)每轮次收益(按来源计)EXPAR/EXPATT每轮/每个开球台时间的支出ExpenseperRound(bydepartment)每轮费用(按部门计)MembershipSalesPace会籍销售速度DuesRevenuePercentage月费收益所占百分比MarketingOverheadPercentage营销支出所占百分比CapitalExpensePercentage固定资产支出所占百分比,MeasureWhatMatters衡量因素,Dues月费Fees打球费用Services服务,RevenueGrowthIsCritical收益增长是关键,GolfCourseOperations高尔夫球场运营ClubhouseOperations高尔夫会所运营MembershipServices会员服务,ExpenseManagementNeeded所需的管理支出,EstablishInternalBenchmarks建立内部标杆,BuildChineseandAsianBenchmarks建立中国及亚洲标杆,MembershipMarketingTactics会籍营销战术,BlendMembershipMarketing混合会籍营销,China中国Asia亚洲GlobalBusinessPartners全球商业伙伴,IdentifySpecificMarkets明确特定的市场,Sub-MarketsTargets二级市场目标VolumeofTarget目标数量TimingofTargetAcquisition获取目标时机,PrivateorNot?是否纯会员制?,MarketCapability市场能力MarketCapacity市场容量ProjectAlignment项目定位,UseMembershipPrograms利用会籍计划,InnovativeandImaginativeConcepts创新且富想象力的概念AcceleratedSalesPace加快销售速度ImprovedMemberRetent